Implementing Digital Marketing Strategies For Nissan Micra Marketing Essay

EXECUTIVE SUMMARY

Phonethics Mobile Media develops digital and mobile content for promotion of products and services online. There are various tools and platforms aailablc to promote offerings over the internet. To name a few.

Blogging

Micro-site

Online Games

Flash Games

Banners

SEO (Search Engine Optimization)

Videos

Picture Galleries

Social Media Marketing

The project required using the concept of “Social Media Optimization” to execute the ongoing campaigns successfully

ABOUT THE INDUSTRY

Digital Marketing is the promoting of brands using all forms of digital advertising. This now includes Television, Radio, Internet, mobile and any other form of digital media.

Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.

Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor.

Strategies for Digital Marketing

There are two basic digital marketing strategies used by current and potential customers. These two types of digital marketing are called the “Push” and the “Pull.” Their methodology for providing information to customers works as follows:

Pull digital marketing – the customer seeks information about products and/or services by visiting the company’s sources of information searching for the specific product or service information. They are basically requesting to view this specific content. These are typically located in websites, blogs, streaming audio and video sources. Customers have found related information on other websites or been directed to the company’s sources by a referring website to find the information.

Advantages: –

No restrictions on file size

No opt-in requirements

Low technology requirements for the company

Disadvantages:-

Marketing required

Little tracking of visitors

No personalization to keep the visitors coming back.

Push digital marketing – customers are provided information by receiving or viewing advertisements digitally, such as: SMS, RSS, cellphone calls, etc., as subscribers of the latest product and service information provided by the company.

Advantages –

Faster delivery – push technologies can deliver content immediately as it becomes available.

Consistent delivery – some push platforms have single content types, making it difficult for the user to block content by type.

Better targeting – since push technology usually justifies subscription, more specific marketing data may be collected during registration, which allows for better targeting and more personalization.

Better data – marketing data can be correlated to each request for content, allowing marketers to see information such as user name as well as demographic and psychographic data.

Disadvantages –

Smaller audience – push technology not implemented on common platforms generally need client and/or server software before content can be created, distributed, and/or viewed.

Higher cost – less popular platforms may have higher implementation costs.

Lesser discoverability – smaller audiences mean fewer views mean less visibility in search engines.

SOCIAL MEDIA PLATFORMS

On average each adult with a social networking page or profile has profiles on 1.6 sites, and 39% of adults have profiles on two or more sites.Half of all current adult social networkers say that they access their profiles at least every other day.

Internet marketing, also referred to as i-marketing, web-marketing, online-marketing or e-Marketing, is the marketing of products or services over the Internet.

The Internet has brought media to a global audience. The interactive nature of Internet marketing in terms of providing instant responses and eliciting responses are the unique qualities of the medium. Internet marketing is sometimes considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Management of digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.

Internet marketing ties together creative and technical aspects of the Internet, including: design, development, advertising, and sales.

Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies. In 2008, The New York Times – working with comScore – published an initial estimate to quantify the user data collected by large Internet-based companies. Counting four types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found the potential for collecting data upward of 2,500 times on average per user per month.

Facebook

Facebook is a social networking website launched on February 4, 2004. The free-access website is privately owned and operated by Facebook, Inc. Users can join networks organized by city, workplace, school, and region to connect and interact with other people. People can also add friends and send them messages, and update their personal profile to notify friends about themselves. The website’s name refers to the paper facebooks depicting members of a campus community that some US colleges and preparatory schools give to incoming students, faculty, and staff as a way to get to know other people on campus.

Mark Zuckerberg founded Facebook while he was a student at Harvard University. Website membership was initially limited to Harvard students, but was expanded to other colleges in the Ivy League. It later expanded further to include any university student, then high school students, and, finally, to anyone aged 13 and over. The website currently has more than 120 million active users worldwide.

Facebook has met with some controversy over the past few years. It has been blocked intermittently in several countries including Syria, Pakistan and Iran. It has also been banned at many places of work to increase productivity. Privacy has also been an issue, and it has been compromised several times.

Community mindset: connect

Primary demographic: 25 to 45

Ideal fit for: entertainment, lifestyle brands, and non-profits

Biggest opportunity: using ads to build fans

Biggest challenge: few appreciate Facebook advertising

Metrics: fans, comments, likes, wall posts

Helpful tools: Lexicon, ad interface, applications, analytics, connect, etc.

Orkut

Orkut is a social networking website that is owned and operated by Google Inc. The service is designed to help users meet new friends and maintain existing relationships. The website is named after its creator, Google employee Orkut Büyükkökten.

Although Orkut is less popular in the United States than competitors Facebook and MySpace, it is one of the most visited websites in India and Brazil. In fact, as of December 2009, 51.09% of Orkut’s users are from Brazil, followed by India with 20.02% and United States with 17.28%.

Originally hosted in California, in August 2008 Google announced that Orkut would be fully managed and operated in Brazil, by Google Brazil, in the city of Belo Horizonte. This was decided due to the large Brazilian user base and growth of legal issues.

As of July 2010, Alexa traffic ranked Orkut 65th in the world; the website currently has more than 100 million active users worldwide. Anyone of age above 13 years can join orkut.

Community mindset: connect

Primary demographic: 15 to 25

Ideal fit for: entertainment, lifestyle brands, and non-profits

Biggest opportunity: Community building

Biggest challenges: noisy; losing market share quickly

Metrics: friends, favorites, groups, impressions

Helpful tools: Open Platform, Orkut Promote

LinkedIn

LinkedIn is a business-oriented social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. As of 21 June 2010, LinkedIn had more than 70 million registered users, spanning more than 200 countries and territories worldwide. The site is available in English, French, German, Italian, Portuguese and Spanish.

Membership

The membership grows by a new member approximately every second. About half of the members are in the United States and 11 million are from Europe. With 3 million users, India is the fastest-growing country as of 2009. The Netherlands has the highest adoption rate per capita outside the US at 30%.

Community mindset: connect

Primary demographic: 35 to 55

Ideal fit for: service providers, industry associations

Biggest opportunity: creating thought leadership via Q&A and Groups

Biggest challenge: time commitment

Metrics: profile connections, best answers, group members, discussions

Helpful tools: Applications, Salesforce plug-in

Twitter

Twitter is a social networking and microblogging service that enables its users to send and read other user messages called tweets. Tweets are text-based posts of up to 140 characters displayed on the author’s profile page. Tweets are publicly visible by default, however senders can restrict message delivery to their friends list. Users may subscribe to other author tweets-this is known as following and subscribers are known as followers. As of late 2009, users can follow lists of authors instead of following individual authors.[5][6] All users can send and receive tweets via the Twitter website, compatible external applications (such as, for smartphones), or by Short Message Service (SMS) available in certain countries.[7] While the service is free, accessing it through SMS may incur phone service provider fees. Since its creation in 2006 by Jack Dorsey, Twitter has gained notability and popularity worldwide and currently has more than 100 million users worldwide. It is sometimes described as the “SMS of the Internet The use of Twitter’s application programming interface (API) for sending and receiving SMS from other applications often dominates the direct use of Twitter.

Community mindset: create (micro blogging)

Primary demographic: 35 to 45

Ideal fit for: service industry

Biggest opportunity: customer service, consumer insight, sales and marketing

Biggest challenges: noisy; reliability issues; platform limitations

Metrics: followers, @ replies, retweets, direct messages, custom hashtags

Helpful tools: BingTweets, TweetBeep, TweetDeck, HootSuite, CoTweet, Mr. Tweet, Twitalyzer, blog plug-ins

YouTube

YouTube is a video-sharing website on which users can upload, share, and view videos. Three former PayPal employees created YouTube in February 2005. In November 2006, YouTube, LLC was bought by Google Inc. for $1.65 billion, and is now operated as a subsidiary of Google. The company is based in San Bruno, California, and uses Adobe Flash Video technology to display a wide variety of user-generated video content, including movie clips, TV clips, and music videos, as well as amateur content such as video blogging and short original videos. Most of the content on YouTube has been uploaded by individuals, although media corporations including CBS, BBC, VEVO and other organizations offer some of their material via the site, as part of the YouTube partnership program.

Unregistered users can watch the videos, while registered users are permitted to upload an unlimited number of videos. Videos that are considered to contain potentially offensive content are available only to registered users 18 and older.

Community mindset: vote

Primary demographic: 25 to 45

Ideal fit for: big brands and entertainment

Biggest opportunity: creating viral content (e.g., United Breaks Guitars)

Biggest challenges: noise; conversions

Metrics: views, comments, subscribers, ratings

Helpful tools: TubeMogul, YouTube Insight

ABOUT PHONETHICS

Phonethics Mobile Media was setup in Feb. 2006. It is essentially a Digital marketing and online promotion firm. The mission of the company-

To create character-led Original Content

Content Format: Short form Video, Animation & Audio(15 sec – 30 min)

For commercial distribution on the wireless and emerging media.

The company has its genesis in a 9 year old Advertising and computer film production company, Ethics.

Phonethics was founded by Saurabh Gupta along with an angel investor. The company is mentored by Prof. Deepak Jain (Dean- Kellogg College) and enjoys creative support and involvement from actor, Rahul Bose.

The company has two divisions:

IP products Division: Creating Character led content

Services division: Executing advertising corporate assignments

Phonethics specializes in creation of Short From content for the Web and Mobile platforms.

Content creation abilities:

Identifying and conceptualization- Scripting and Storyboard

Video creation – Shoot, Edit and produce video products

Animation – 2D and 3D

Audio – Music and Sound Design

Currently Phonethics has a library of 8 characters with fully evolved storylines.

Each character is representative of a particular vertical of content.

The base content for all forms of media is Video, Animation pieces with affiliate products in the form of Ringtones, Wallpapers, etc.

PROJECT DETAILS

Overview

Campaigns Worked On:

Take Care Take Charge ( An initiative by Garnier & Times of India)

Nissan Micra

Responsibilities

At Phonethics, I was absorbed as an employee and put on to the Business Development team as a team leader. The first month was clogged with sales and promotional work, where I was expected to understand their clients and working style. Combined with constant mentoring and on-the-job training, I got the opportunity to add value to myself as well as the organization.

Working on two different brands catering to diverse target audiences threw light on the dynamics of the Indian Markets. In order to successfully and effectively carry out the promotional work it was necessary to understand the needs of the respective clients and cater to them.

TAKE CARE TAKE CHARGE

Project Overview

Take Care Take Charge’ was promoted by Garnier and Times of India. It was a 45 day campaign built around the topic of paper recycling. Beginning from April 22, Over the next 45 days, this campaign helped to build a greenhouse of ideas to help build a greener planet. For every idea received, Garnier and the Times of India bought 10 kilograms of used paper. And on June 5 – World Environment Day – the campaign culminated with an entirely recycled special edition of the Times of India.

Many Sustainable solutions to environmental issues under the following broad themes: transport and vehicular pollution; heritage and cultural conservation; and biodiversity and greening were generated. All the ideas were shared on www.takecaretakecharge.in

Ideas was judged on robustness, scalability, ease of implementation and cost. Ten ideas per city was finalized by the Centre of Environment Education. The shortlisted ideas was not only published in the Times of India, but also was recommended to the government for implementation.

Project Objective

Times of India approached Phonethics with a main objective of creating a buzz about the campaign and invite green ideas from the users across the 6 cities using TOI network as a platform.

Promotional Strategies Adopted

Website development

Banner advertisement

Search Engine Marketing (SEM),

Social Media Optimization (SMO),

Social Media Management (SMM)

SMS Bursts

Facebook Ads

Project Execution

Design & Development of Website on the Green Theme

Banner advertisements featured in TOI and allied websites.

Social Media Engagement in popular social networking sites such as Facebook, Orkut and Twitter.

Due to SMO, Traffic to TCTC website increased, Generating Leads

The Campaign was also optimized in the Mobile world with users being able to send in their ideas using their cellphone which were featured as “Daily Contributions” in the website

Mailer was sent to each lead asking for a proper description of the idea in the defined format.

Every week , Of the ideas submitted from 6 cities , 10 of them where published as “Featured Ideas” the in website

At end of the campaign, 60 Best Ideas from the 6 cities were published

Vital Stats

Impressions: – 545, 29,895

Clicks: – 47,565

Ideas Registered: – 5000+

Page Views: – 126,789

SCREENSHOTS

City Specific Idea Count was displayed on the Map of India

Users could send in their ideas through their mobile which is published as a daily contribution

NISSAN MICRA

Project Overview

The All new fourth generation Nissan Micra was unveiled at the 2010 Geneva Motor Show. Nissan India was planning to launch the small car named Micra in India on 15th July 2010 and its success would play a very crucial and key role in plans of Nissan for Indian Market. New Nissan Micra would be an excellent combination of newer generation cutting edge technology, exceptional design and advanced features. Developed and built on Nissan’s all-new V-platform, the new Nissan Micra was designed and tested in Japan to be built in at least four overseas locations, and fine-tuned to meet the differing tastes and needs of customers in 160 countries worldwide.

The main threat being faced by Nissan in India was the low brand awareness in the minds of Indians. Nissan had to tap into the small car segment that was already wrought with fierce competition.

Nissan approached Phonethics Mobile Media to handle the entire digital campaign for Micra. They were concerned about getting maximum number of bookings through the 11 dealers spread across India.

Project Objective(s)

Create a microsite for lead generation

Display banner ads on popular websites where the intended small car buying audience visits

Create and maintain a fan page on the popular social networking website FACEBOOK to facilitate direct interaction with the intended target audience

Run an ad campaign on Facebook

Reach and interact with the prospective buyers through social media websites

Promotional Strategies Adopted

Do the initial research and check where competitors and other small car makers display banner ads

Send greetings to individuals who have shown interest and signed up at the microsite.

Create promotional messages for the activity keeping in mind the appropriate forum/community

Tracking codes were implemented for independent community managers for tracking and filtering clicks and to generate accurate report of clicks.

Update the microsite with the updates of the company.

Project Execution

The work started off by creating a microsite for generating leads and capturing interest.

A FACEBOOK fan page was made and latest updates about Nissan Micra were regularly posted. Customer queries were also managed mainly dealing with the car price, availability and technical specifications.

Community managers were assigned the work of posting details about the car on relevant communities and groups.

The FACEBOOK fan page generated close to 2000 fans in a short span of a month.

FACEBOOK fan page was integral in engaging the audience and generating brand awareness amongst the younger internet savvy crowd.

Around 1000 bookings were generated even before the TV ads had started playing.

Vital Stats

*** Till 17th June’10

Impressions: – 95,88,621

Clicks: – 54,447

Leads Generated: – 5861

Page Views: – 153,491

SCREEN SHOTS

A banner ad on display at a popular website

Measuring Performance

The three most common ways in which online advertising is purchased are CPM, CPC and CPA

CPM (Cost per Mille), also called “Cost per Impression (CPI), is where advertisers pay for exposure of their message to a specific audience. “Per mille” means per thousand impressions or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.

CPV (Cost per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.

CPC (Cost Per Click) is also known as Pay per click (PPC).Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words hat direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the use makes it to the target site.

CPA (Cost per Action) or (Cost per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme , the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly. CPL (Cost per Lead)advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale, Also common, CPO (Cost per Order) advertising is based on each time an order is transacted.

Cost per conversion Describes the cost of acquiring a customer typically calculated by dividing the total cost of an ad campaign by the number of conversions. The Definition: “Conversion” varies depending on the situation: it is sometimes considered to be a lead, a sale or a purchase.

CPE (Cost per Engagement) is a form of Cost Per Action pricing first introduced in March 2008.Differing from cost per impression or cost per click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.

@ Phonethics

The success of any running campaign can be measured and reviewed using the Google analytics tool.

This tool gives a complete break up of where the traffic has originated. The tool gives details about the website from which traffic was generated the search keywords used to to reach the landing page etc.

Any campaign can be reviewed on the following parameters

Number of clicks received: Campaign-wise, as on any date (beginning from te 1st day of the campaign)

Graphical representation of the websites through which traffic is being directed to th desired “Landing page”

Regional graph providing details of where the clicks are coming from

Number of Clicks, banner ad location wise, which can measure the effectiveness of a particular banner ad.

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